Latest / The Local Marketing Podcast with Fexingo: Small Business, Google Maps, and Local SEO / How a Local Gym Uses Google Maps for Class Attendance
Transcript
- Lucas: So, Luna, we've talked a lot about how local businesses use Google Maps for things like bookings and orders, but today I want to get into something that's a little less direct — using Google Maps to actually fill a class schedule. Luna: Like, a gym or a studio? That's interesting because it's not just about getting someone to walk in the door, it's about getting them to commit to a specific time slot. Lucas: Exactly. And I found a great case study — a mid-sized gym called FitLife Studio over in Ohio. They were struggling with empty slots in their midday classes, particularly the 9:30 AM and 11:00 AM sessions. The owner, a guy named Marcus, decided to treat his Google Maps listing like a storefront window. Luna: So what did he actually change? Because just having a listing isn't enough. Lucas: Right, he did three things. First, he updated his service menu to list each class type with specific descriptions — like 'HIIT Express: 45 minutes, no equipment needed' — instead of just saying 'group fitness classes'. Second, he started posting weekly photos and short videos of actual classes in action, you know, people sweating, not stock photos. Luna: That makes sense, authenticity goes a long way. What was the third thing? Lucas: He turned on the 'What's new' feature and started using it to announce that week's schedule. Every Sunday evening, he'd post something like 'Monday 9:30 AM Spin — three spots left.' That creates a sense of scarcity and also gives people a reason to check back. Luna: So he's basically using the map profile as a mini-social feed. Did it move the needle? Lucas: Over three months, his class occupancy for those midday slots went from about 40 percent to 70 percent. And he said the biggest spike came from people who searched 'gym near me' and then clicked through to see the class schedule. He was showing up in the map pack for more than just 'gym near me' — he started ranking for 'HIIT classes near me' and 'spin class near me'. Luna: That's a big jump. But is that just because he got more reviews or something? What was the actual driver? Lucas: He attributes a lot of it to the consistency of his posts and the fact that he was using the Q&A section actively. He'd see questions like 'Is there parking?' or 'Do I need to bring my own mat?' and he'd answer them directly, with photos. That level of responsiveness signals to Google that the listing is active and relevant. Luna: And we know that being responsive to reviews matters too. Did he change how he handled those? Lucas: Yeah, he implemented a simple rule — every review gets a response within 24 hours, even the negative ones. And for the negative ones, he'd invite the person to call him directly to resolve it. That not only improved his review sentiment but also made his business look approachable. Luna: That's a smart move. So what's the takeaway for other local businesses, maybe not even gyms? Is this approach transferable? Lucas: Completely. The core principle is that your Google Maps profile is a living document. You can't just set it up once and forget it. Marcus was treating it like a daily operational tool — updating hours for holidays, replying to messages, posting weekly content. That's the kind of activity that moves the needle. Luna: And there's a data side to this too, right? I mean, how do you know if it's working? Lucas: Great point. In Google Business Profile, you have access to insights — you can see how many people searched for you, how many clicked for directions, how many called you directly from the listing. Marcus was tracking those numbers weekly. He specifically watched the 'direction requests' and 'calls' metrics because those correlate with actual foot traffic. Luna: So it's not just about vanity metrics, it's about behavior. If people are asking for directions, they're probably coming. Lucas: Exactly. And he also started using the 'promote' feature on Google Maps — you can boost your profile to show up in more searches in your area. He set a modest budget of like 150 dollars a month, targeting a 3-mile radius around the gym. That contributed to the increase in profile views. Luna: Let's talk about that for a second, because I think a lot of small business owners are hesitant to spend money on ads. Was that 150 dollars worth it for him? Lucas: He said his return on ad spend was solid. He tracked the number of people who clicked on his promoted post and then called or visited. He estimated that each new member from that campaign cost him about 12 dollars in acquisition, which is way below what he was paying for other digital ads. So yes, for him it worked. Luna: That's a great number to keep in mind. But I want to go back to something you said earlier about consistency. How did he manage to keep up with that? It sounds like a lot of work. Lucas: He actually simplified it. He scheduled a 20-minute block every Sunday evening to prepare the week's posts and respond to any pending messages. He also trained his front desk staff to take a quick photo of each class in action and upload it to the profile. So it became part of the routine, not a big chore. Luna: That's a good tip — making it a habit. So, for someone listening who runs a yoga studio or a martial arts school, what's the first thing they should do tomorrow? Lucas: First, check your Google Maps profile and make sure every class or service you offer is listed with a clear description and a photo. Then, set a weekly reminder to post at least one piece of content. And finally, turn on notifications for reviews and messages so you can respond quickly. Those three steps are the foundation. Luna: And if they want to see how Marcus's approach could work for their own business, they can try the same strategy and track the insights. It's all about testing and adjusting. Lucas: Absolutely. And you know, we're big believers in this approach ourselves. We keep the podcast ad-free because we think that's the best way to serve you, our listeners. If these marketing conversations have sparked something you've actually used, and you want to support the show, you can help us keep it that way. The link is buy me a coffee dot com slash fexingo. Luna: Yeah, it's a simple way to keep us going without any intrusive ads. We really appreciate it. Lucas: So back to that idea of making your map profile a habit. I think the key is to think like a local customer. When you're searching for a gym, you want to see that it's active, that people are going, that there's a vibe. Marcus did that with his posts and photos. Luna: And he also used the Google Maps app to share his location with potential members. I think that's underutilized. Lucas: Right, you can create a link to your business's location and share it in your social media bios or even in your email signature. That makes it super easy for people to get turn-by-turn directions. Marcus put a 'Get Directions' link in his Instagram bio, and he says a lot of people used that. Luna: That's a clever integration. So, what are some common mistakes you see with local businesses and Google Maps? Lucas: The biggest one is having incorrect information — outdated hours, wrong phone number. That kills trust instantly. Another is not claiming the listing at all, or having a duplicate listing. And then there's ignoring the Q&A section, which is a missed opportunity to control the narrative. Luna: And we should mention that Google Maps is also about the surrounding area. For a gym, being near other businesses can help with visibility. Marcus partnered with a nearby smoothie shop to cross-promote — they'd offer a discount to gym members, and the gym would mention them in their posts. Lucas: That's a nice touch. It builds a local ecosystem. So, if I'm a listener and I want to replicate Marcus's success, what's the one metric I should focus on? I'd say 'actions' — that includes calls, direction requests, and website clicks. That's the best indicator that your profile is leading to real-world visits. Luna: And those actions are tracked in the Google Business Profile dashboard, so it's not guesswork. You can see exactly how many people are taking those steps. Lucas: And don't forget to set aside a small budget for the promoted posts if you can afford it. Even 50 or 100 dollars a month can make a difference in a crowded area. Marcus started with 50 dollars and doubled it when he saw the return. Luna: It's all about testing. And I love that this is a topic we can really geek out on because the data is right there. Lucas: Speaking of data, one more thing Marcus did was to compare his Google Maps performance to his website traffic. He saw that on days when he posted a photo to his map profile, his website sessions increased by 20 percent. That's a nice correlation. Luna: So it's all interconnected. Here's a question for you, Lucas — do you think Google Maps is becoming more important than traditional websites for local businesses? Lucas: I think for initial discovery, yes. A lot of people don't even look at a website until they've decided they're interested. The map profile is the first impression. It needs to be just as polished and informative as any website. Luna: And with features like 'book now' and 'order online' directly on the map, it's becoming a one-stop shop. For a gym, I could see 'book a free trial' button being a game-changer. Lucas: Absolutely. Marcus is actually planning to integrate a booking link for orientation sessions. He's already using the 'book' feature for classes, but he wants to automate the first visit. That's the next step. Luna: It's exciting to see how this is evolving. So, what's the final takeaway for our listeners? Lucas: I'd say treat your Google Maps profile like a high-traffic storefront. Keep it updated, make it personal, and track the actions. The businesses that do that are going to be the ones that get the foot traffic. And it's not just for gyms — any local business can apply these principles. Luna: Well said. And we'll have more stories like this in future episodes. Until next time, keep your maps local.